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Blog | July 26, 2017
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The Dangers of
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By Jody Scheldt
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4 Reasons Why
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Successful brands are built by consistently meeting the expectations
customers have of the brand. The only way to meet those
expectations? By adhering to company-wide operating standards. For
franchisors, that means reinforcing a brand’s image from the start.
Without such consistency, a product or service suffers, the strength of
the franchise declines, and you may find yourself with a corporate
identity crisis that can seriously devalue your brand’s reputation.
5 Important
Aspects of
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Value of Corporate Identity Standards
Consistently applied corporate identity standards make
communications clearer, reduce confusion, and ensure dependable
brand recognition. They also build customer loyalty and protect a
brand’s bottom line.
Don't Be a DIY
Designer: Keep
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Franchisors can avoid corporate identity misuse by setting marketing
guidelines for their franchisees. Some ways to do this include:
Why Brand
Management
Matters
Educating franchisees on corporate policy regarding email
communications and social media use.
Making sure everyone markets the brand consistently and correctly:
the same logo, the same fonts and colors, and the same spelling
everywhere and every time.
Read More...
Giving franchisees the tools they need to build the brand locally.
Technology and the continual changes to the way people use the
internet have caused major disruption in how brands communicate
with their audiences, and how consumers experience and share
content about a brand’s products or services.
Dangers of Brand Devaluation
The more valuable your brand is perceived to be, the more customers
are willing to invest in and recommend it. Many brands devalue
themselves without even realizing it. A poor customer experience,
disjointed marketing strategy, and lack of corporate-wide
communications and methodology can all lead to a brand devaluation
that threatens your corporate identity.
For example, a top concern for many brands is how social media has
opened the door for potential brand infringement and devaluation.
Online scammers and impersonators – together with disgruntled
consumers – can seemingly overnight damage the reputation of a
brand. To mitigate this risk, you need a well-thought-out corporate
identity protection strategy in place.
There are several ways to protect your online corporate identity:
Use the online tools social media platforms offer to make your social
media accounts “official.”
Make sure your corporate website includes information about and
links to your social media accounts.
Consistently monitor for misuse or misappropriation of your corporate
identity.
While social media has innumerable positive benefits, it’s also capable
of putting your corporate identity in real danger of a ruined reputation.
What people say online about you and your business has become the
most important reflection of your brand’s integrity, reliability, and value.
Managing its digital identity should be a top priority.
Take Control of Your Corporate Identity
Global marketing guidelines ensure brand recognition and help your
franchisees give customers the consistent high-quality service they
expect. A uniform corporate identity also eliminates brand confusion
and establishes your business as one that is professional, trustworthy,
and dependable.
A repetitive, quality marketing strategy gives franchisors and
franchisees a strong foundation to build on. Keep the focus on this
corporate identity truism: a business’s most valuable asset is its
reputation. Establishing brand consistency protects that asset,
ensuring an organization’s long-term success.
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